Fiona is a strategic and commercial marketing director with 25 year’s experience gained in manufacturing and distribution businesses. She has managed premium brands at Kohler & Franke and a No.1 trade brand at Bristan. Fiona helps organisations to achieve profitable growth by creating marketing strategies that align with the overall business objectives, delivering results in both sales and brand awareness. Fiona’s skill set spans the full marketing mix, with a specialism in product and innovation management. Her expertise includes tailoring campaign messages to suit diverse audiences and managing both small and large budgets to optimise return on investment.
Extensive product management experience: customer insights, range mapping, benchmarking and developing product propositions, resulting in improved profitability and market share gains.
Implementation of Stage-Gate® methodology (NPD process), reducing time to market, increasing vitality by 3% and growing showers market share by 2% at Bristan, putting effective decision making in place at CDA to stem the tide of ineffective product launches.
Experience of brand development, positioning, implementation of engaging campaigns across multiple communications channels: web, social, PR and print, resulting in increased share of spend at Bristan and +2% unprompted awareness at Franke.
Trade marketing – establishing a brand leader position, voice of authority, events and promotional campaigns.
Digital – content, multi-channel approach, locally targeted advertising, CRM.
Specification marketing – brand awareness with influencers – architects and interior designers – Events, CPD, brochures and samples.
Team development – establishing the basis for team performance, recruitment, coaching and mentoring.
Management of multiple agencies determining best value for money. Achieved 7:1 advertising equivalent spend in PR at Franke.
Commercially aware - worked in large corporate environments and small subsidiaries with separate P&L accountability.